To create an iconic product, you need a person with a brilliant idea and the right partner capable of executing it. A successful product needs a powerful design and an ambitious company behind it that has the technical flair to coordinate the implementation at the highest level.

Some are now thinking: you can’t do something like this in a hurry. But already there, caution is called for. It is not all too unusual for those simple, quick ideas to be particularly successful. Of course, this is on the condition that they prevail against initial resistance without losing their original character.

A truly good idea remains true to its origin and does not allow itself to be constantly driven into a corner by new suggestions. A truly brilliant idea can be integrated into the present in the best possible way and is nevertheless timeless in its core. From the first sketch to the final design, elements that define the character of the idea are preserved and reflected. It is always necessary to assess whether the idea has the potential to be developed further at its core.

Here is an interesting story from history: Herodotus of Halicarnassus, the famous Greek historian, records in his stories how scientists, advisors and artists in the ancient Persian Empire got drunk together to discuss important matters and exchange ideas. Minutes were taken, of course, so that everything could be examined again soberly the following day. If an idea was convincing in both states, it was agreed that success could be guaranteed.

For us as creative-active people, this topic is of groundbreaking importance. Of course, this doesn’t mean that you have to get drunk to come up with new ideas. It shows that ideas in different states, are evaluated differently. An idea that arises early in the morning after getting up can have a completely different effect again in the evening. An idea that arises on a cold winter day would probably have completely different accents in its form on a hot summer day.

What happens afterwards in the best case? How do you get from the idea to the product?

At a certain point, you agree not to jump from idea to idea and not to make spontaneous, quick decisions that do not correspond to the basic idea. From a certain point on, only one thing is valid: Coordinate properly.

With this change, a common work, which is instructive every time, begins. And exactly there we want to become active. We as creatives are specialized in opening certain ways and doors with our means, which are based on working in close coordination with the client and his target group and pursuing long-term goals, which sometimes can be developed and implemented independently of the two parties. It is important to us to analyze ideas together with our clients, to define their basic elements and to develop them into something whose origin is connected to them. Such ideas are – in our eyes – the ones that promise long-term success.